Coca Cola: Black Santa

Coca-Cola, a soft drink manufacturer, launched a campaign in Brazil to improve brand health by changing perception and making the brand relatable again.


Coca-Cola was losing market share in the holidays for years in Brazil. In the country its products were becoming less and less present at the December celebrations. There was a gap between the Brazilians and the brand's Xmas message, which was always built around the landscape of a snowy Christmas, completely different from what happens in the region. The main objective was to improve brand health by changing this perception and making Coca-Cola relatable once again to the Brazilians. This only could be accomplished through a massive effort that would also be able to leverage all brand metrics, including...

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